Abstract
İşletmeler Yapay Zekâ (YZ) uygulamalarını kullanarak aynı anda birçok müşteriyle iletişime geçebilmektedir. YZ uygulamaları farklı birçok sektörde kullanılmaktadır. Günümüzde en yaygın kullanılan YZ uygulamalarından biride chatbotlardır. Chatbot ile müşterilerin isteklerine daha hızlı dönüş yapılarak esnek çözümler üretilebilmektedir. Chatbotlar banka müşterileri ile daha hızlı ve etkin bir iletişim kurulması açısından oldukça önemlidir. Chatbotlar mobil ve internet bankacılığında verimliliği artırmakta, bankacılık işlemlerinde maliyet tasarrufu sağlayarak süreçlerin daha hızlı gerçekleşmesini sağlamaktadır. Müşterilere daha hızlı dönüş yapılarak müşteri memnuniyeti artırılmaktadır. Bu amaçla çalışmada banka müşterilerinin YZ’ye yönelik tutumlarının YZ destekli hizmet veren chatbotlara ilişkin algıladıkları fayda düzeyleri ile YZ destekli chatbot uygulamalarını kullanmaya yönelik davranışsal niyetleri üzerindeki etkisi araştırılmaktadır. Türkiye’nin çeşitli illerinde ikamet eden 509 katılımcıdan anket yöntemi ile veri toplanmıştır. Elde edilen veriler ile geçerlilik ve güvenirlik testleri yapıldıktan sonra çalışmanın hipotezleri Yapısal Eşitlik Modellemesi ile test edilmiştir. Analiz sonucunda YZ’ye yönelik tutumun chatbottan algılanan faydayı pozitif yönde anlamlı olarak etkilediği; algılanan faydanın da davranışsal niyeti anlamlı olarak etkilediği belirlenmiştir. YZ’ye yönelik tutumun da davranışsal niyeti pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. YZ’ye yönelik tutumun davranışsal niyet üzerindeki etkisinde algılanan faydanın yüksek aracılık rolü bulunduğu bulgusuna ulaşılmıştır.
References
- Abdulquadri, A., Mogaji, E., Kieu, T. A., & Nguyen, N. P. (2021). Digital transformation in financial services provision: A Nigerian perspective to the adoption of chatbot. Journal of Enterprising Communities: People and Places in the Global Economy, 15(2), 258 —281.
- Agarwal, S., Agarwal, B., & Gupta, R. (2022). Chatbots and virtual assistants: a bibliometric analysis. Library Hi Tech, 40(4), 1013-1030.
- Aiolfi, S. (2023). How shopping habits change with artificial intelligence: smart speakers' usage intention. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-11-20220441
- Akbaba, A. İ., & Gündoğdu, Ç. (2021). Bankacılık hizmetlerinde yapay zekâ kullanımı. Journal of Academic Value Studies, 7(3), 298 —315.
- Aslam, W., Siddiqui, D. A., Arif, I., & Farhat, K. (2022). Chatbots in the frontline: Drivers of acceptance. Kybernetes. https://doi.org/10.1108/K-11-2021-1119
- Bacaksız, P. (2020). Covid-19 pandemisi döneminde sohbet pazarlamasının önemi ve sohbet robotu (chatbot) uygulamalarının kullanımı. Iğdır Üniversitesi Sosyal Bilimler Dergisi (Ek Sayı), 29 —46.
- Cbot. (2019). Türkiye’deki banka müşterileri chatbot iletişimini benimsedi. ‘‘Erişim adresi:’’ https://www.cbot.ai/tr/turkiyedeki-banka-musterileri-chatbot-iletisimini-benimsedi/ adresinden alındı. 01.05.2023
- Chen, J. S., Le, T. T. Y., & Florence, D. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail & Distribution Management, 49(11), 1512 —1531.
- Chen, Q., Gong, Y., Lu, Y., & Tang, J. (2022). Classifying and measuring the service quality of AI chatbot in frontline service. Journal of Business Research, 145, 552 —568.
- Cheng, X., Qiao, L., Yang, B., & Li, Z. (2023). An investigation on the influencing factors of elderly people's intention to use financial AI customer service. Internet Research. https://doi.org/10.1108/INTR-06-20220402
- de Andrés-Sánchez, J., & Gené-Albesa, J. (2023). Explaining policyholders’ chatbot acceptance with an unified technology acceptance and use of technology-based model. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1217 —1237.
- Dobariya, A. A., & Shah, A. T. (2019). Banking inquiry chat Bot. International Journal of Science Technology & Engineering, 5(7), 51 —53.
- Ercan, F. (2020). Turizm pazarlamasında yapay zekâ teknolojilerinin kullanımı ve uygulama örnekleri. AHBVÜ Turizm Fakültesi Dergisi, 23(2), 394 —410.
- Eren, B. A. (2021). Determinants of customer satisfaction in chatbot use: evidence from a banking application in Turkey. International Journal of Bank Marketing, 39(2), 294 —311.
- Hall, E. E., Sevim, N., & Bulut, A. (2022). Çevrimiçi tüketicilerin sohbet robotlarına (chatbots) yönelik tutumları. Sosyal Bilimler Ekevakademi Dergisi, 26(91), 33 —53.
- Huang, S. Y., Lee, C. J., & Lee, S. C. (2021). Toward a unified theory of customer continuance model for financial technology chatbots. Sensors, 21(17), 1 —10.
- Jang, M., Jung, Y., & Kim, S. (2021). Investigating managers' understanding of chatbots in the Korean financial industry. Computers in Human Behavior, 120, 1 —11.
- Kuruca, Y., Üstüner, M., & Şimşek, I. (2022). dijital pazarlamada yapay zekâ kullanımı: sohbet robotu (chatbot). Medya ve Kültür, 2(1), 88 —113.
- Lalicic, L., & Weismayer, C. (2021). Consumers’ reasons and perceived value co-creation of using artificial intelligence-enabled travel service agents. Journal of Business Research, 129, 891 —901.
- Le, X. C. (2023). Inducing AI-powered chatbot use for customer purchase: the role of information value and innovative technology. Journal of Systems and Information Technology. https://doi.org/10.1108/JSIT09-2021-0206
- Lei, S. I., Shen, H., & Ye, S. (2021). A comparison between chatbot and human service: customer perception and reuse intention. International Journal of Contemporary Hospitality Management, 33(11), 3977 —3995.
- Li, M., & Wang, R. (2023). Chatbots in e-commerce: the effect of chatbot language style on customers’ continuance usage intention and attitude toward brand. Journal of Retailing and Consumer Services, 71, 1 —12.
- Lui, A., & Lamb, G. W. (2018). Artificial ıntelligence and augmented ıntelligence colloboration: regaining trust and confidence in the financial sector. Information & Communicatiıns Technology Law, 1 —17.
- McLean, G., Osei-Frimpong, K., Wilson, A., & Pitardi, V. (2020). How live chat assistants drive travel consumers’ attitudes, trust and purchase intentions: the role of human touch. International Journal of Contemporary Hospitality Management, 32(5), 1795 —1812.
- Mhlanga, D. (2020). Industry 4.0 in finance: the impact of artificial intelligence (ai) on digital financial inclusion. International Journal of Financial Studies, 8(3), 1 —14.
- Mogaji, E., & Nguyen, N. P. (2022). Managers' understanding of artificial intelligence in relation to marketing financial services: insights from a cross-country study. International Journal of Bank Marketing, 40(6), 1272 —1298.
- Mostafa, R. B., & Kasamani, T. (2022). Antecedents and consequences of chatbot initial trust. European journal of marketing, 56(6), 1748 —1771.
- Nguyen, D. M., Chiu, Y. T. H., & Le, H. D. (2021). Determinants of continuance intention towards banks’ chatbot services in Vietnam: A necessity for sustainable development. Sustainability, 13(14), 1 —24.
- Noreen, U., Shafique, A., Ahmed, Z., & Ashfaq, M. (2023). Banking 4.0: Artificial intelligence (AI) in banking industry & consumer’s perspective. Sustainability, 15(4), 1 —16.
- Payne, E. M., Peltier, J. W., & Barger, V. A. (2018). Mobile banking and AI-enabled mobile banking: The differential effects of technological and non-technological factors on digital natives’ perceptions and behavior. Journal of Research in Interactive Marketing, 12(3), 328 —346.
- Preacher, K. J., & Kelley, K. (2011). Effect Size Measures for Mediation Models: Quantitative Strategies for Communicating Indirect Effects. Psychol Methods, 16(2), 93 —115.
Abstract
Businesses use Artificial Intelligence technology to communicate with many customers at the same time. Artificial Intelligence (AI) is used in many sectors. One of the most popular AI technologies is chatbots, by which businesses respond faster to customer requests and offer flexible solutions. Chatbots are critical for faster and more effective communication with bank customers. Chatbots make mobile and internet banking more efficient. Chatbots provide more cost-effective and faster banking transactions. Businesses that respond to customers faster have more satisfied customers. This study aimed to determine (1) bank customers' attitudes toward AI, (2) their perceived usefulness of AI-based chatbots, and (3) their behavioral intentions to use AI-based chatbots. The sample consisted of 509 participants residing in various provinces of Türkiye. Data were collected using a questionnaire. After conducting validity and reliability tests, the hypotheses were tested using Structural Equation Modeling. The results showed that participants' attitudes towards AI positively influenced their perceived benefit from chatbots. The results also showed that their perceived usefulness also significantly influenced their behavioral intention to use AI-based chatbots. Participants' attitudes toward AI positively affected their behavioral intention. Lastly, the results showed that perceived benefit played a highly mediating role in the impact of participants' attitudes towards AI on their behavioral intentions.
References
- Abdulquadri, A., Mogaji, E., Kieu, T. A., & Nguyen, N. P. (2021). Digital transformation in financial services provision: A Nigerian perspective to the adoption of chatbot. Journal of Enterprising Communities: People and Places in the Global Economy, 15(2), 258 —281.
- Agarwal, S., Agarwal, B., & Gupta, R. (2022). Chatbots and virtual assistants: a bibliometric analysis. Library Hi Tech, 40(4), 1013-1030.
- Aiolfi, S. (2023). How shopping habits change with artificial intelligence: smart speakers' usage intention. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-11-20220441
- Akbaba, A. İ., & Gündoğdu, Ç. (2021). Bankacılık hizmetlerinde yapay zekâ kullanımı. Journal of Academic Value Studies, 7(3), 298 —315.
- Aslam, W., Siddiqui, D. A., Arif, I., & Farhat, K. (2022). Chatbots in the frontline: Drivers of acceptance. Kybernetes. https://doi.org/10.1108/K-11-2021-1119
- Bacaksız, P. (2020). Covid-19 pandemisi döneminde sohbet pazarlamasının önemi ve sohbet robotu (chatbot) uygulamalarının kullanımı. Iğdır Üniversitesi Sosyal Bilimler Dergisi (Ek Sayı), 29 —46.
- Cbot. (2019). Türkiye’deki banka müşterileri chatbot iletişimini benimsedi. ‘‘Erişim adresi:’’ https://www.cbot.ai/tr/turkiyedeki-banka-musterileri-chatbot-iletisimini-benimsedi/ adresinden alındı. 01.05.2023
- Chen, J. S., Le, T. T. Y., & Florence, D. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail & Distribution Management, 49(11), 1512 —1531.
- Chen, Q., Gong, Y., Lu, Y., & Tang, J. (2022). Classifying and measuring the service quality of AI chatbot in frontline service. Journal of Business Research, 145, 552 —568.
- Cheng, X., Qiao, L., Yang, B., & Li, Z. (2023). An investigation on the influencing factors of elderly people's intention to use financial AI customer service. Internet Research. https://doi.org/10.1108/INTR-06-20220402
- de Andrés-Sánchez, J., & Gené-Albesa, J. (2023). Explaining policyholders’ chatbot acceptance with an unified technology acceptance and use of technology-based model. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1217 —1237.
- Dobariya, A. A., & Shah, A. T. (2019). Banking inquiry chat Bot. International Journal of Science Technology & Engineering, 5(7), 51 —53.
- Ercan, F. (2020). Turizm pazarlamasında yapay zekâ teknolojilerinin kullanımı ve uygulama örnekleri. AHBVÜ Turizm Fakültesi Dergisi, 23(2), 394 —410.
- Eren, B. A. (2021). Determinants of customer satisfaction in chatbot use: evidence from a banking application in Turkey. International Journal of Bank Marketing, 39(2), 294 —311.
- Hall, E. E., Sevim, N., & Bulut, A. (2022). Çevrimiçi tüketicilerin sohbet robotlarına (chatbots) yönelik tutumları. Sosyal Bilimler Ekevakademi Dergisi, 26(91), 33 —53.
- Huang, S. Y., Lee, C. J., & Lee, S. C. (2021). Toward a unified theory of customer continuance model for financial technology chatbots. Sensors, 21(17), 1 —10.
- Jang, M., Jung, Y., & Kim, S. (2021). Investigating managers' understanding of chatbots in the Korean financial industry. Computers in Human Behavior, 120, 1 —11.
- Kuruca, Y., Üstüner, M., & Şimşek, I. (2022). dijital pazarlamada yapay zekâ kullanımı: sohbet robotu (chatbot). Medya ve Kültür, 2(1), 88 —113.
- Lalicic, L., & Weismayer, C. (2021). Consumers’ reasons and perceived value co-creation of using artificial intelligence-enabled travel service agents. Journal of Business Research, 129, 891 —901.
- Le, X. C. (2023). Inducing AI-powered chatbot use for customer purchase: the role of information value and innovative technology. Journal of Systems and Information Technology. https://doi.org/10.1108/JSIT09-2021-0206
- Lei, S. I., Shen, H., & Ye, S. (2021). A comparison between chatbot and human service: customer perception and reuse intention. International Journal of Contemporary Hospitality Management, 33(11), 3977 —3995.
- Li, M., & Wang, R. (2023). Chatbots in e-commerce: the effect of chatbot language style on customers’ continuance usage intention and attitude toward brand. Journal of Retailing and Consumer Services, 71, 1 —12.
- Lui, A., & Lamb, G. W. (2018). Artificial ıntelligence and augmented ıntelligence colloboration: regaining trust and confidence in the financial sector. Information & Communicatiıns Technology Law, 1 —17.
- McLean, G., Osei-Frimpong, K., Wilson, A., & Pitardi, V. (2020). How live chat assistants drive travel consumers’ attitudes, trust and purchase intentions: the role of human touch. International Journal of Contemporary Hospitality Management, 32(5), 1795 —1812.
- Mhlanga, D. (2020). Industry 4.0 in finance: the impact of artificial intelligence (ai) on digital financial inclusion. International Journal of Financial Studies, 8(3), 1 —14.
- Mogaji, E., & Nguyen, N. P. (2022). Managers' understanding of artificial intelligence in relation to marketing financial services: insights from a cross-country study. International Journal of Bank Marketing, 40(6), 1272 —1298.
- Mostafa, R. B., & Kasamani, T. (2022). Antecedents and consequences of chatbot initial trust. European journal of marketing, 56(6), 1748 —1771.
- Nguyen, D. M., Chiu, Y. T. H., & Le, H. D. (2021). Determinants of continuance intention towards banks’ chatbot services in Vietnam: A necessity for sustainable development. Sustainability, 13(14), 1 —24.
- Noreen, U., Shafique, A., Ahmed, Z., & Ashfaq, M. (2023). Banking 4.0: Artificial intelligence (AI) in banking industry & consumer’s perspective. Sustainability, 15(4), 1 —16.
- Payne, E. M., Peltier, J. W., & Barger, V. A. (2018). Mobile banking and AI-enabled mobile banking: The differential effects of technological and non-technological factors on digital natives’ perceptions and behavior. Journal of Research in Interactive Marketing, 12(3), 328 —346.
- Preacher, K. J., & Kelley, K. (2011). Effect Size Measures for Mediation Models: Quantitative Strategies for Communicating Indirect Effects. Psychol Methods, 16(2), 93 —115.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Business Administration |
| Journal Section | Articles |
| Authors | |
| Publication Date | April 30, 2024 |
| Submission Date | November 1, 2023 |
| Acceptance Date | February 16, 2024 |
| Published in Issue | Year 2024 Volume: 17 Issue: 2 |
Ömer Halisdemir Universitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi (OHUIIBF) is licensed under the Creative Commons Attribution-Noncommercial-Pseudonymity License 4.0 international license.